Every product or service has a buying process, even digital products or services. In this assignment, you will research and analyze the buying process for an online product or service, with which you (as a consumer) are familiar, from a business point of view.
First, research an online consumer product or service (such as an eBook from the Kindle store or a movie from the iTunes store). Ideally choose an online product or service with which you are familiar and have purchased in the past. Then, in a 3–4-page report, analyze its buying process from the marketer’s point of view using the five stages. Remember, the five stages are:
Problem recognition
Search and determination of alternatives
Evaluation of alternatives
Purchase decision
Post-purchase evaluation
Use the grading criteria to guide your report. Make sure you include details within your analysis to support your ideas. Use proper grammar, spelling, and APA style throughout.
Assignment 2 Grading Criteria
Maximum Points
Identify the problem and describe the difference between the current and ideal state, what drives it, and how it can benefit the buyer.
40
Describe the product and explain the internal and external sources.
40
Evaluate the alternatives, defined in terms of consumer needs, product benefits, and/or attributes. Identify selection criteria.
40
Define the purchase decision and identify the high-level factors that interrupt or deter purchase.
40
Evaluate post-purchase evaluation.
20
Wrote in a clear, concise, and organized manner; demonstrated ethical scholarship in accurate representation and attribution of sources, displayed accurate spelling, grammar, and punctuation.
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